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Within the Lines

By: Jeff Falk
Posted: March 9, 2007

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Prusak stresses that avoiding problems also is key to maintaining speed-to-market. PolyOne works with designers and engineers to pretest packages for issues such as product interactions with light, heat or the colorants in a package themselves—performing accelerated testing through its analytical departments—while systems such as Risdon’s SLA rapid prototyping models translate into the actual ability to make the tooling to manufacture the design.

By encouraging consumers to trade up to higher value products, color cosmetic manufacturers and marketers also have created the growing need for packagers to continually evaluate packaging’s selling power—consider what a package can do to promote that trade up.

According to Pearlman, CROWN Risdon has witnessed a trend over the last five years of up-scaling the products it supplies to the mid-mass category, and the company works to achieve a more expensive look through finishes such as lacquering, decorating such as hot foil stamp and decorative labels, and additional use of metal. “It can only be assumed that the more expensive look helps promote products,” said Pearlman.

Recent trends that PolyOne has seen in encouraging the trade up includes the use of higher priced raw materials—some of which are in the $100 a pound-plus range. “I have heard from OEM’s that, in order to be different and be the first product to be noticed, they will use special effects like rainbow pearls and holographic materials,” said Prusak. “They will also use interference pearls that are four times the cost of white pearls. The unique pigments and pearls are grabbing consumers’ attention.”

“A high-end product package is the optimal ‘sales outfit’ of its product at the point-of-sale,” said Pfaff. “A good packaging solution always is able to highlight the star inside—based on the element’s quality, creativity and functionality. Finally, an eye-catcher is the whole thing—a wonderful product in wonderful packaging that eventually encourages consumers to buy.”